Pim marketing trend report 2012 jan 31

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State of the union by Peter Gouw. The PIM marketing trend rapport 2012 is the Mission Impossible : 8! Use it wisely Contact for further information m.vdbosch@stratexsol.com www.stratexsol.com for associated link

Text of Pim marketing trend report 2012 jan 31

  • 1.

2. PIM Marketing Trends 2012 Peter Gouw 3. State of the (Marketing) Union

  • Hoe staat het met de consumentenmotor?

Bron: GfK Crisis Resistant households 36% ->33%

  • Responsibility for future
  • Support the good cause
  • Focus on quality, brands,premium
  • Health, organic, fair trade, sustainability
  • Gourmet, ecologic

Crisis Prone households 20% ->22%

  • Worried, feeling of helplessness
  • The wallet is key
  • Cheap matters
  • Fast food, DIY but time saving

Crisis Neutral households 45% ->45%

  • Need for security and honesty
  • Maintain status quo but cleverly
  • Focus on price/performance
  • Value perception, added use

4. State of the (Marketing) Union Hoe staat het met de bedrijvenmotor? Bron: Moenaert, Robben en Gouw Wanneer Crisis Over? Mening in 2009 van marketers / managers 5. State of the (Marketing) Union Wanneer Crisis Over? Mening in 2011 van marketers / managers Hoe staat het met de bedrijvenmotor? Bron: Moenaert, Robben en Gouw 6. Het is toch een kwestie van WERVEN VULLEN MARKT AANDEEL = x x BINDEN 7. Consumentengedrag = Down trading of channel, assortment and brands ? Source: GfK Of is er meer aan de hand? Assortment Brands Channels BRAND LEADERS A-BRANDS STORE BRANDS - BUDGET STEAK BEEF MINCED SAUSAGE - EGG OOH SPECIALITY STORE SUPERMARKET - DISCOUNTER 8. Discounters groeiensneller in slechte tijden Discounter Value Shares Western Europe Actual trend Pre-2008 trend New trend Source: AiMark andEuropanel consumer index 10 countries 9. Private Label Value Shares Western Europe Actual shares Pre-2008 trend New trend Food Inflation Source: AiMark andEuropanel consumer index 10 countries Maar ook Private Label groeitsneller in slechte tijden 10. Source:AiMark Economic cycles PL Share PL groeit consistentin onzekere tijden Data:Belgium 1983-2004 USA 1971-2003 Germany 1975-2002 UK 1980-2003 11. Source:AiMark Brand marketing Retailer marketing En wat doen marketeersin onzekere tijden Data:Belgium 1983-2004 USA 1971-2003 Germany 1975-2002 UK 1980-2003 12. PL Share Index High Low High Trust High innovation Brand Perceptions 80 130 High Adspend High Value Low trust Low innovation Low Adspend Low value Source: Europanel and AiMark Global Study 30 countries, average 60 categories Wat zouden marketeers moeten doen (academic evidence)? 13. 14. Wat is onze toegevoegde waarde voor 2012 als markeer / manager? Where do we stand as marketers today? Why should we step up the plate? What should we do in 2012?Inspire? 8 special missions (marketing agenda 2012) -Impossible missions? Let s see and discuss, but for sure we have to work off-the-grid (again). 15. De marketingagenda van 2012 16. Trend 1 Information Technology The year of the natural user interface Open experience Emotional connection Eco-system 17. Trend 2 Integration Integration is constant evolution Constant evolution Nanoseconds New values Digital natives Never alone 18. Trend 3 Intelligence Power shifts to the User, Information becomes focused Cloud-based computing App-World The networked company Synthesize Freedom 19. Trend 4: Internationalization Center of Gravity Shift Sustainability Far East Co-leadership 7 billion 20. Trend 5: Integrity Consistency Unity in relation Moral contracts Unity in relation Me You Us Consistency 21. Trend 6 Investment Choosing the Investment to make Waste management Neuromarketing Strong marketers Metric 22. Trend 7: Inspiration Times are changing: Be inspired to lead the change! New reality Commodity game Ask WHY Change yourself Lead change 23. Trend 8: Identity Step up to the plate in 2012 Trust your brain Take responsibility Identity crisis 24. PIM Marketing Trend Report 2012 Trend Watchers 2012 in alphabetical order

  • Egbert Jan van Bel Beeckestijn Business School egbertjan@vanbel.nl
  • Michel van den Bosch StratEx Solutions [email_address]
  • Jaco Bruss Bruss [email_address]
  • Adrie DolmanDeKlantKiest.nl [email_address]
  • Bruno Fabre The Bright Id [email_address]
  • Pim van Geest Van Geest [email_address]
  • Peter Gouw Vision2B [email_address]
  • Katherine Kucherenko Icons [email_address]
  • Jaspar Roos Dialogues Incubator [email_address]
  • Thomas Verhagen Dialogues House [email_address]
  • Ewoud Westerink Sensata Technologies BV[email_address]
  • Marcel Wiedenbrugge WCM Consult [email_address]

25. What does this mean for you? 26. PIM Marketing Trend Report 2012 Sponsors